The Role of Cultural Elements on Advertisement Reception: Case Study of Malaysians

International Journal of Social Science, Economics and Arts, Vol. 2, No. 1, 2012

6 Pages Posted: 26 Jan 2012

See all articles by Raji Ridwan Adetunji

Raji Ridwan Adetunji

Universiti Utara Malaysia

Saudat Salah Abdulbaqi

affiliation not provided to SSRN

Date Written: January 25, 2012

Abstract

Communication is a transactional means of sending and receiving meaning with the use of language which can be inform of words, signs, sounds and so on. Advertisement shares all these features thus, a form of communication. For communication to be effective there must be some sense of shared values between the message provider and the receiver among which are language, religion, and norms. This study examines the relationship between of cultural effects (language, religion, and norms) and Malaysians’ reception of advertisement. Using a sample 150 Malaysian (50 Malay, 50 Chinese, and 50 Indians) from a university town in Northern Malaysia, the study revealed a significant correlation between the cultural elements and advertisement reception; (r(148) =324, p<0.1), (r(148) =371,p<0.1) (r(148) = 703, p<0.1) for language, religion and cultural norms respectively. The findings of this study draws the attention of advertisement agencies towards a constructive consideration of the cultural elements of their target audience. This ensures easy attainment of desired advertisement goals.

Keywords: Advertisement Reception, Cultural Elements

JEL Classification: M37

Suggested Citation

Adetunji, Raji Ridwan and Abdulbaqi, Saudat Salah, The Role of Cultural Elements on Advertisement Reception: Case Study of Malaysians (January 25, 2012). International Journal of Social Science, Economics and Arts, Vol. 2, No. 1, 2012. Available at SSRN: https://ssrn.com/abstract=1991676

Raji Ridwan Adetunji (Contact Author)

Universiti Utara Malaysia ( email )

School of Multimedia Technology and Communication
Universiti Utara Malaysia
Sintok, KS Kedah 06010
Malaysia
0175446285 (Phone)

Saudat Salah Abdulbaqi

affiliation not provided to SSRN

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